• Saturday, May 18, 2024
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Unilever adopts market strategy to beat competition, rewards brand retailers


It was a day of gift galore as Unilever Nigeria, manufacturer and supplier of fast moving consumer goods presented gifts to seasoning retailers at the Oke-Arin market on Lagos Island to mark the end of phase one of the Knorr/Royco market visibility contest.

Explaining the motive of the contest, the regional sales manager Unilever Lagos, Nkechi Omozeje said the Knorr/Royco market visibility contest was a market strategy and a way of appreciating retailers for their patronage. “The reward is to appreciate the patronage and loyalty of retailers who participated in the Knorr/Royco market visibility contest. It was said that prize presentations were done simultaneously in 42 markets around the country where the challenge was carried out.

The Knorr/Royco market visibility contest is a retailer visibility challenge that required retailers to have a minimum of ten cases of any Unilever seasoning product (Knorr, Royco) and points were awarded for the creative display of these products within their shops. Phase one of the contest lasted for four weeks.

Retailers at the Oke-Arin market who got high points in the contest were awarded deep freezers, refrigerators and gas cookers while the retailer, Madam Kennis who scored the highest points, was rewarded with a car. Ruka Abbass and Mama Chinonye won deep freezers respectively while Mama Favour got gas cooker.

On his part, the sales director Unilever Nigeria, Kwako Boateng added that it was a promotional technique of regaining its rightful position in the seasoning market. “In the past, contests were either directed at consumers or wholesalers but this time, we decided to design something for retailers. Retailers are closer to consumers and relates directly with the consumers. Directing promotions at them (retailers) is a way of making sure that the market is fully stocked to meet the demands of consumers. If the consumers’ demands are satisfied, then Knorr and Royco are working their way to their right position of becoming market leader.”